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Gen Z Is Here: 4 Things You Should Know In Order to Recruit Them

June 21, 2017

Millennials, Generation Z, tomAYto, tomAHto...right?

Turns out, not so much - there’s actually a pretty big difference between the two generations and what they want in work. The oldest Gen Z-er’s (the generation with those born somewhere between 1995 and 2014) are now 22 years old —walking off the graduation stage and into the workforce.

If you’re rolling your eyes thinking “oh great...another generation to figure out” we feel you. That’s why we put together four simple facts you should know about Gen Z and how to change your recruiting strategy accordingly:

1. They value independence over collaboration in the workplace (unlike millennials)

But it’s a mistake to extend this same logic to Gen Z. In fact, according to research conducted by Gen Z Gurus David Stillman and his seventeen-year-old son Jonah, Gen Z is actually more independent than the generations that preceded them.

“Our biggest difference will be our independent and competitive nature. Workplaces have become so used to Millennials' collaborative style that this will throw them off,” says Jonah. “Take something as simple as office space. Collaborative Millennials have pushed for the open office concept where they can all work together. Gen Z's independent nature doesn't work in an open office.”

Also, a strategy that works today may not work in six months or a year, and though the big social networks will likely stick around, their uses and nuances can change on a dime. For example, while Snapchat is high schoolers’ preference for communicating with friends, they see Facebook as more of a necessity for school. As this group ages, they may look for job information there and see Snapchat or Instagram recruiting as intrusive.

When it comes to social media and apps overall, recruiters must be agile, adapting quickly to new and changing trends.

3. Make sure the right information about your company is out there, and tailor it for 8-second attention spans

With Generation Z, sometimes also referred to as the true “digital natives,” technology is often the story. In their book Gen Z @ Work, the Stillmans note that Generation Z is so acclimated to technology that they often “don’t see the line between the physical and digital anymore… They are one and the same.”

For recruiters, that means that it may be difficult to hide anything unfavorable, but it also provides a chance to highlight your employer brand and differentiators across channels. In this context, employer branding will matter more than ever, because Generation Z will find any marketing material that your team puts out.

Although Gen Z’s digital intuition can make employer branding and messaging easier, there are a couple of caveats to keep in mind. First of all, their average attention span is only eight seconds, even shorter than the 12 seconds attributed to millennials. They’re also far more visual in nature, having grown up in a post-newspaper, Netflix-ready world.

In other words, recruiters should avoid trying to reach Generation Z with lengthy job descriptions and content, while videos, animations, and even emojis are more likely to get the message across.

4. When it comes to employer branding and messaging, be authentic and consistent everywhere

Recruiters already know that authentic employer branding, including employee-created content and testimonials, is one of the most effective tools for attracting modern candidates. The good news for those ahead of the curve is that this trend should continue with Gen Z, who tend to respond and engage with memorable online messaging.

For Generation Z, employer branding needs to be not just authentic, but consistent and across different platforms. According to the Monster Multi-Generational Study, Gen Z uses “several different sources to get their information.” In other words, if your Facebook posts feature very different branding from your job listing, these digital natives will probably sniff that out—and may be turned away.

Your branding will also benefit from being in more places online—not necessarily because Gen Z won’t see it on just one platform, but because the regular messaging will keep your company top of mind. After all, Gen Z is multi-tasking the Internet more than anyone—while we once thought that millennials used an excessive number of devices, Gen Z actually uses five screens on average, making millennials’ three-screen average sound almost old school by comparison.

Overall, it’s clear that some of the investments recruiters are making now, like better and more authentic employer branding, will keep paying dividends with the incoming generation. But as this group enters the workforce, the employers who work to understand its nuances will also benefit most from its unique skills and perspectives.